Having a business has many benefits: we build the brand to our liking, we select what to sell and what to discontinue, we choose from the logo to the payment and delivery methods.
But if all entrepreneurs have those same freedoms… dohow do we differentiate ourselves of competition in a world where it seems that everything is invented?
This is a real challenge and in this article we are going to help you to achieve it as well as possible. Are you ready?
Differentiation strategy n°1: Study your market and the existing competition
Knowing well the market of which you are part is essential! You have to ask yourself some questions that seem basic but sometimes we overlook: What is your category? Is it wide or narrow? Is there a lot or little supply? Is there a lot or little demand? Once you have these answers you will be able to move forward.
If you are going to sign up for a , you have a great advantage: you are going to have little competition because there is no offer (or it is very little) and your product is going to be almost unique due to its specificity. But beware! the public is going to be more limited and also more demanding.
If there is a lot of offer in your field, you will have to make an effort to differentiate your brand from the competition and for this you will have to study it.
Study the competition just and necessary and then let go! Once you define which brand will be your main competitor, you need to analyze it and focus on those strategies that work for them, in their ways of communicating, in their interaction with customers.
This will serve to nourish you, but once you investigate you have to start your way. Why? Obsessing over the competition will lead you to be more aware of what they do instead of allowing you to focus on your work and your creative abilities.
If the competition already has something very defined, take another path and differentiate your brand by giving it a distinctive personality. Defining and finding your competition is necessary, but don’t become the shadow of that brand.
Differentiation strategy n°2: I defined the personality of your brand
Your brand must have such a defined personality that when someone sees one of your products, they do not doubt for a second that it is yours. Key code!
It is very important to define a fine characteristic and this you will achieve through three fundamental points:
a) The to be able to follow an aesthetic in the networks and online store.
b) The one that clearly references the brand.
c) The choice of a color palette that identifies the aesthetics of your brand.
The good combination of these three items will allow you to achieve your own style!
How are you going to communicate with your customers? First and foremost: keep in mind that your brand personality is defined by your personality. And the voice of your brand, it’s you!
Social networks give us endless opportunities, but you have to know how to take advantage of them. Do not communicate robotically: speak in a human way so the customer knows they are talking to someone else and not with a sales operator.
If your way of communicating on networks is being more similar to the description of the products in your online store than to a chat with another interlocutor, try changing it: you will see that This will generate more interaction.
On the other hand, try to humanize the brand not only in how you count things, but also in what you count: do not show only what went well for you, do not try to pretend that the entrepreneurial path has no ups and downs, also show your mistakes.
This allows the client to see the reality of entrepreneurial work. To tell everything about your brand and your products The resource par excellence is the .
Differentiation strategy n°3: The rule of the three “i’s”
I invested in design, in advertising, in exclusive illustrations. You have to invest to be able to give it your own imprint. If your raw material is the same as that of other brands, you will not be able to offer a very different product. If the raw material is different but there is no advertising, it will not reach many people.
Dare to innovate. The brands that truly set themselves apart are the ones that break the rules. Although there are certain rules that it is convenient to follow because they work (like photography), it is important that you innovate by giving it your own perspective.
And finally: improvise! This improvisation is going to have some rules, you must know what your audience is looking for, how they speak, what interest they have. But within these margins allow yourself to improvise.
If you try and it doesn’t work, you can go another way, but if it works, maybe you found what makes you different!
Differentiation Strategy #4: Repeat Like a Mantra “The relationship with the client does not end with the sale, this is where it begins”
It might seem like when a customer makes a purchase and the order is delivered the job is done and done, but that’s not the case. You have to search that they return to look for your products and that they recommend you.
To achieve this, it is very important that the client is satisfied both with the product and with the delivery: the product must be true to the advertising image, it must arrive in good condition and within the agreed time.
Communicate with the client to ask if he is satisfied. If there is compliance, the customer will not have complaints, but probably they will not have any from other brands either. That’s why the product is very important.
If the product is as expected and has a packaging that makes you fall in love, that customer will surely be a loyal customer.
Finally, look for strategies so that the client knows that buying your brand brings benefits. For example, put together promotions for those who have already bought, deliver vouchers with discounts for future purchases and organize exclusive raffles for customers.
Are you ready to differentiate yourself and start making more and more customers fall in love?
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